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GARNIER

'24hour Guy' - Microsite & Phone Apps

Project scope

Digital Strategy
Creative Design
Rich Media Banners
Banner Content Management System
Social media integration

The Campaign

The 24-hour guy never misses a thing, even when he’s asleep. The campaign consisted of a microsite, iMedia, social, how-to videos, and its very own mobile app. 24HR LIFE is a customizable alarm clock that grabs the most important posts from Facebook, Twitter, Foursquare, and Instagram — plus breaking news, sports and music — and packages it all into one simple debrief, so you’ll never miss a thing.

The Challenges

Adoption is the biggest challenge facing men’s grooming as well as the strongly consolidated competitive landscape across all categories.

In developed markets, men remained commercially driven with sales and free samples generating the higher responses. The vast unexplored consumer base in emerging markets is more technically savvy and responsive to all marketing methods.

Garnier wanted to excite men about self grooming and in particular inform them about the new Garnier Fructis products available for busy men.

The solution

The deliverables for this campaign included a microsite, iMedia, social, how-to videos, and its very own mobile app. 24HR LIFE is a customizable alarm clock that grabs the most important posts from Facebook, Twitter, Foursquare, and  Instagram — plus breaking news, sports and music — and packages it all  into one simple debrief, so you'll never miss a thing.

The impact

The most important takeaway from this campaign: Don’t try to sell your company, product, or service as something it’s not. Consumers recognize and appreciate honesty.

As a result of the campaign sales increased 15% and the 24Hr app was one of the highest ranked during the course of the campaign.

In totality, the #Garnier24hrGuy experience was a highly successful activation, confirmed by direct feedback from our most important fans – our customers: “It was definitely one of my favorite apps and I love the products”